May Luncheon: The Strategic Planning Process and Building Audience Personas
In an era of connected and social consumers, custom tailoring your message and communications strategy is more important — and more complex — than ever before. In this session, The Strategic Planning Process and Building Audience Personas, Kansas City PR consultant Matt Tidwell and Tricia McKim, Vice President, Morningstar Communications, will talk about the elements of a strategic plan (from objective-setting through measurement and evaluation) and their experiences using audience persona exercises to build better strategic plans and help clients grow their businesses.
Specific learning objectives include:
- Identifying the specific components of a strategic plan (including the definitions of goals, strategies, objectives and tactics)
- Timing for a typical strategic plan
- Understanding the benefits of the audience persona exercise and what questions to ask and steps to take in identifying audience personas
Increase your effectiveness at strategic planning by making sure you understand and write specifically for your audience. Register today!
ABOUT THE SPEAKERS
Matt Tidwell, APR, has 25 years of experience in marketing and PR, having served in leadership communications roles for local and global brands including KCP&L, Saint Luke’s Health System and sanofi-aventis. He has also served on the leadership team for two local KC agencies. Working as an independent consultant, Matt currently serves clients in areas including healthcare, employee benefits and the legal sector. He has a master’s degree in communications management from Syracuse University and is currently pursuing his Ph.D. from the University of Kansas School of Journalism. He teaches a course in relationship marketing to graduate students at the KU Edwards Campus.
As vice president at Morningstar Communications, Tricia McKim develops and manages effective strategic marketing communications programs for industry leaders, including True Value Company, Time Warner Cable and Tension Corporation. Her specific expertise includes strategic planning and counsel, public relations, internal marketing communications, brand development, and change communications. An integral part of the Morningstar Communications team for more than nine years, Tricia has experience working with clients across a variety of industries, including manufacturing, retail and non-profit. She is a graduate of the Greater Kansas City Chamber of Commerce Centurions Leadership Program. Tricia holds a bachelor’s degree in communication from Truman State University.